Beauty By Zara.
By: LeVonna Broomfield
Fall 2014
Social . HAIR AND BEAUTY SERVICES OF AMERICA is a non-profit organization that Responsibility provides beauty services to women and seniors with low-income levels, who are facing emotional and financial hardship. In addition, those who had been abused or are in rehabilitation, handicap, hospice, nursing homes and hospitals. Beauty by Zara, will donate beauty products to this organization.
Executive Summary The main goal of Beauty by Zara is to supply great products to our customers. To love and build up women self-esteem. The company’s culture is luxury at it’s finest, but also relaxed and equal staff and management.
Mission Statement “ZARA walks at the pace of society, dressing ideas, trends and tastes that society itself has matured.�
Vision Statement ZARA is committed to enhancing a woman’s self esteem and beauty. For woman to continuously innovate new designs and quality materials. Our goal is to make her feel like the only girl in the world.
Customer Narrative Alison wakes up to a sunny bright morning in her Houston apartment around 8:00am on a Thursday morning. She was supposed to be up around 7:30, but she overslept. She walked to her kitchen and enjoyed herself a bowl of frosted flakes (her all time favorite cereal), along with a cup of orange juice.
After she’s finished eating her small breakfast she goes to get into the shower. Following that she does her hair and makeup and leaving home heading to work. Before she gets to work she stops at Starbucks and get herself a large Caramel Flan Latte, which is her favorite she gets the same drink every morning. She didn’t have a far walk to her job since it
is only about five blocks away. But before going to her office she takes a short walk in the park. This is her normal routine, Alison enjoying the simpler things in life & she also loves nature. She stops and sitting down for a moment. Just enjoying the weather.
After about ten heads to work. As she
minutes at the park she getting into the elevator
she see her co-worker Ben who is also a great friend of hers. Ben invites her to a dinner party going on tomorrow evening. Alison accepts the invite and tells Ben that she is super excited to go. She then gets on the elevator, gets off at the 25th floor where she works as an office assistant. Alison then walks to her desk and starts her day at work. As her
workday beginning, her mood is pretty good. It really isn’t a heavy workload today for her. It’s right around 12 noon, which means it’s time for her lunch. Alison clocks out for hour lunch and heads across the street for sushi. She ordered a spicy tuna roll, and a sprite; she finished eating pretty fast she still had about 30minutes remaining of break time. So she went next door to BCBG to find an outfit for the dinner party tonight. Soon as she walked in the store she seen the dress she wanted, it caught her eye in less than 1 minute. It was an ankle length white sheer dress and was sleeveless; it was priced for $498. She tried it on, a size 5 fit perfect. She paid for the dress and headed back to work. As she was on the elevator she texted Ben telling him she had found an outfit for the dinner party tomorrow and she couldn’t wait.
She went back to her desk and continued on with her normal workday. Before she knew it, it was 4:30 time for her to go home. As she walked home, she listened to her iPod playing Sam Smith, which was currently her favorite artist. She made it home and was extremely tired she layer down on the couch in the family room of her apartment and fell asleep.
Customer Profile Geographic’s Region: Midwest Psychographics City Size: 2,000,000+ Urban/Rural: Urban Social Class: Middle/Working class Climate: Four Seasons Personality: Out-Going Life-Style: Busy
Consumer Behavior Benefits Desired: Good quality, comfort Usage Rate: Everyday Demographics Age: 20-35 Sex: Female Family Life Style: Independent woman Income: $25k-45k annually Occupation: Professional Religion: All religions
Inspiration
Group Overview
415Q 419W
413H
414V
411A
412E
417R
416M
415P
Classification Plan
Year: 1.2012, 2.2013, 3.2014, 4.2015, and 5.2016 Season: 1. Spring, 2.Summer, 3.Fall, 4.Winter Classification: 1. Foundation, 2. Finishing Powder, 3.Blush, 4.Eyeshadow Palette, 5. Eyeliner, 6. Mascara, 7. Concealer, 8. Eye Lashes, 9. BB Cream, 10. Lip Gloss
Sub Classification: Foundation- A. Liquid, B. Stick, C. Powder Finishing Powder- D. Matte, E. Luminous Blush- F. Cream, G. Shimmer, H. Matte Lip Gloss- I. Shimmer, J. Sheer, K. Cream Mascara- L. Shimmer, M. Matte Eye Liner- N. Pencil, O. Liquid, P. Gel Eye Lashes- Q. Lashes Concealer- R. Liquid, S. Stick Eye Shadow Palette- T. Shimmer, U. Matte, V. Combo BB Cream- W. Liquid,
Master 1.Blush- #413H 2. BB Cream- #419W 3. Eye Lashes- #418Q 4. Liquid Foundation- #411A 5.Lip Gloss- #4110J 6. Concealer Stick- #417R 7. Mascara- #416M 8. Waterproof Gel Eyeliner- #415P 9. Eye Shadow- #414V 10. Finishing Powder#412E
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Production Calendar Season Spring 2015
February 2014 • Research industry trends and consumers March 2014 • Further develop idea • Start sketches April 2014 • Set a budget • Start sourcing • Research competition May 2014 • Costing/finance • Receive materials • Develop Samples June 2014 • Mass production • Complete Samples July 2014 • Mass production continues • Selling to retailers August 2014
• •
Mass production continues Start showing collection in showrooms
September 2014 • •
Marketing Selling to retailers/purchase orders
October 2014 • •
Marketing continues Receive good
November 2014 • •
Tag & bag goods Begin shipping
December 2014 •
Deliver to retailers
January 2015 • •
Begin planning for next season Tag & bag goods
February 2015 •
In stores
Retail
Partners
Zara is Spanish clothing and accessories based in Galicia, Spain: founded by Amancio Ortega and Rosalia Mera, owned by Inditex. Zara is also the largest Spanish corporation and the world’s largest fashion group. Beauty by Zara will sold in all Zara locations, but to name a few of our locations: • • • •
ZARA; Chicago (700 N Michigan) ZARA; Dallas (Galleria) ZARA; New York (W 34th Street) ZARA; Hollywood (Hollywood Boulevard)
Brand Identity Edgy Unique Girly
Selling Appeal Quality Detail Custom Colors
Distinct Characteristics Stylish One of kind cases Amazing detail
Sales Projection Master Page Intro Phrase Units: 1,975 Units Sold: 570 Units On Hand: 1,405 Maintenance Phrase Units: 1,405 Units Sold: 369 Units On Hand: 1,036 Maintenance Units: 1,036 Units Sold: 397 Units On Hand: 639
Clearance Phrase Units: 639 Units Sold: 356 Units On Hand: 279
Marketing Plan Introduction Phrase • •
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$15,172.50 x 50% = $7,586.25 Objective: To bring exposure to Beauty By ZARA and create interest to the new products. Strategy: Have a beauty party at selection ZARA stores in the major cities. With in-house models there with their makeup done with Beauty By ZARA products. Also have each city’s top makeup artist there giving quick workshops on how to apply makeup. Tactic: To showcase our new beauty products, and build relationships in the beauty industry which popular makeup artist (Chicago, LA, Dallas, New York). All V.I.P guest will receive gift bags filled with Beauty By ZARA products. Control Method: The party will be featured on our ZARA blog and Instagram.
Maintenance Phase • • •
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15,172.50 x 30%= $4,551.75 Objective: To gain customer loyalty in Beauty By ZARA products. Strategy: To offer a beauty card to customers; card can be purchased with any purchase for the cost of $15. Tactic: We will offer a beauty membership card , after customer use their card and receive a current amount of point on beauty products, they will start receiving money off purchases. Control Method: 20% is the biggest discount customers can receive off, besides during the holiday season.
Clearance Phase
Floor Plan Shelves
Clothing Racks & Tables
Door
Clothing Racks & Tables
Aisle
Cash Wrap Shelves
Make Up Make Up Up Corner Make Make Up
Shelves
Make Up
Door